What is Copywriting? (Copywriting 101 For Beginners)

Adam Erhart
1 Dec 202207:41
EducationalLearning
32 Likes 10 Comments

TLDRThe video script explains what copywriting is and isn't, why it's different from and superior to salespeople, and how to write effective copy. It discusses the difference between features and benefits, with the most important principle being that effective copy focuses on emotional benefits instead of rational features. Another key rule is to have a single, clear call to action to get the desired response. The script stresses that the best copywriters are excellent marketers first, adept at persuading and understanding users psychologically. Mastering copywriting allows businesses to cheaply, scalably reach more qualified buyers through written content that sells 24/7.

Takeaways
  • 😀 Copywriting is writing designed to persuade or convince someone to take action.
  • 📝 Good copywriters are skilled marketers first and writers second.
  • 🔑 Focus on emotional benefits over product features.
  • 🎯 Use a single, clear call to action.
  • 📈 Copy allows you to reach more people than direct sales.
  • 📹 Tailor copy to each platform and audience.
  • 🌟 Find ways to differentiate your offer.
  • ✍️ Write concisely and keep it simple.
  • 🎉 Add creativity whenever possible.
  • 🧠 Use psychological triggers to influence decisions.
Q & A

  • What are the two main things that copywriting is not?

    -The two main things copywriting is not are: 1) Copyright - the legal protection of intellectual property, and 2) Content writing - while related, content writing is more about engagement and awareness while copywriting is focused on driving a specific action.

  • What's the difference between features and benefits in copywriting?

    -Features just state what something is or does, while benefits focus on the outcomes and results the customer will get. Benefits are more emotive and persuasive.

  • Why is having a single CTA so important?

    -Having a single, clear call to action allows the reader to easily understand the desired action. Too many CTAs can confuse the reader and diffuse the impact.

  • What makes copywriting such a powerful marketing tool?

    -Once created, copy can reach hundreds, thousands or even millions of people without getting tired like a human salesperson would. It's very scalable.

  • Why does copy need to be tailored for different platforms and channels?

    -Different platforms have different guidelines, audiences, intents, etc. Copy needs to match the medium in order to be effective.

  • What are some examples of copywriting?

    -Examples include social media posts, website/landing page content, emails, advertisements, taglines, whitepapers, case studies, and more.

  • What makes for the best copywriters?

    -The best copywriters have a strong foundation in marketing strategy. Copywriting is about translating marketing ideas into compelling written form.

  • How old is copywriting?

    -Copywriting dates back thousands of years, with the first known example being the Egyptian Papyrus of slave Shem from around 3000 BC.

  • What are some important copywriting principles?

    -Key principles include focusing on benefits over features, having a single clear CTA, understanding marketing strategy, and tailoring copy to the medium.

  • How can I improve my copywriting skills?

    -Practice writing often, study persuasive writing techniques, learn marketing principles, analyze effective copy examples, and get feedback from others.

Outlines
00:00
😀 What is copywriting and what it is not

The paragraph defines copywriting as writing content to persuade customers to take action and grow a business. It clarifies that copywriting is different from copyright law and content writing, though there is some overlap with the latter. Effective copywriting is outcome-driven with a clear call-to-action.

05:02
😊 Creating effective copy for different platforms

This paragraph explains that different platforms like social media, ads, and emails have different styles, guidelines and personalities. Copy should be tailored for each platform. For example, Google Ads are search-based with character limits, while YouTube ads allow more multimedia content.

Mindmap
Keywords
💡copywriting
Copywriting refers to the actual text, words and language used in marketing and advertising to promote a product or service and persuade potential customers. It's a core skill for marketers. The video emphasizes how copywriting goes beyond general content writing to serve a specific, actionable purpose - namely, convincing customers to purchase or sign up. Examples from the script include writing taglines, email campaigns, web pages, etc.
💡call to action
A call to action (CTA) is a clear prompt or direction given to the audience/reader to take a desired action. This is a key distinguishing element of copywriting versus general content. The video advises having a single, obvious CTA in any piece of copy to maximize clarity and results. An example is "To become a better copywriter, check out the video here with 15 psychological triggers".
💡psychological triggers
These refer to specific strategies, language patterns or emotional appeals in copywriting that spur unconscious decision making and inspire action. They target psychological biases and instincts. The video promises to cover 15 such triggers to improve the viewer's copywriting skills. Using these triggers is key to driving responses.
💡benefits vs features
This concept contrasts merely stating what a product *does* (features) versus clearly conveying the *outcomes and advantages* it offers customers (benefits). Copywriting focuses on meaningful benefits rather than generic features. For example, "faster checkout" vs "saves you 10 minutes per transaction".
💡attention grabbing
This refers to elements of copywriting intended to capture reader interest and mindshare. Given limited time and overloaded consumers, the best copy demands attention right away. Techniques may include novel ideas, interesting presentation, or simply relevance to reader needs. The call to action serves this purpose.
💡persuasive
Copywriting aims to change minds and move readers towards a desired mindset or action. Unlike neutral content writing, copy has an intent to persuade or convince. This art of persuasion relies on psychology, empathy and strategic wording. Example from the script: "arranging and writing down those words in interesting and persuasive combinations".
💡emotional appeal
Related to psychological triggers, copywriting often appeals to emotion rather than pure logic alone. Why? Because buying decisions are made emotionally. Effective copy paints a picture of the post-purchase feeling/benefit rather than just stating product attributes. It's about crafting an emotional desire or resolution.
💡strategic messaging
This refers to adapting the style, tone, format, content or design of copy to best match the medium used and intended audience. Copy on social media may differ from email copy or web copy in terms of optimal messaging. It requires understanding context and consumer mindset across platforms.
💡clarity
In multiple places, the video emphasizes the importance of absolute clarity in copywriting. This applies to the singular call of action, explaining benefits, stating the next step, and limiting potential confusion. Readers must instantly grasp the core message and purpose of the copy.
💡conciseness
Being concise relates to clarity above but focuses on brevity. Copy should use as few words as possible to convey the intended message and call-to-action. Removing fluff improves results. The explanation of features vs benefits serves as a good example of concise copy.
Highlights

Copywriting is writing using words to persuade customers to take action, buy something, or achieve a desired outcome.

Any content you create to promote your business and persuade people, whether social media posts, website content, emails, etc., is a form of copywriting.

Good copywriting focuses on benefits and outcomes rather than just stating features.

Copy should have a clear, singular call to action telling people exactly what you want them to do next.

The best copywriters understand marketing strategy and use copy as a tool to implement that strategy.

Copy acts as a salesperson that can be trained once but work tirelessly to attract customers.

Copy can reach a massive audience and scale in a way human salespeople cannot.

Copy must match the platform, channel and context where it will appear.

Google Ads copy is search-based with character limits, while YouTube ads allow richer media.

There are longstanding copywriting principles but you still need creativity and uniqueness.

The first record of copywriting dates back to 3000 BC.

Focus on the emotional benefits rather than logical features.

Claiming to simply be "better" often fails. Differentiation is key.

Have one clear call-to-action for desired user action.

Learn and apply psychological triggers in copy to motivate action.

Transcripts

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